eoc10: Dream job

Junior Art Director for Evolution Bureau in San Francisco CA

Assistant art directors often have graphic design and artistic responsibilities as well as coordination and managerial duties. They sometimes are referred to as junior art directors. Depending on the wishes of the individual art directors, assistant art directors might perform duties that are very similar to those of their bosses, or they might work in role that are more supportive.

Behind closed doors we gather, a brotherhood of storytellers, designers, interactive’ers, innovators, builders, tech-meisters, media gurus, forward thinkers, sideways thinkers and risk-takers. We cross borders and oceans to bring you the best talent, all handpicked and all with a hidden agenda, to make your message and your brand the utmost memorable. We’ll do it by starting the finest of conversations, breaking the best of rules and inspiring naysayers to participate, co-create and pass along. And behind all the digital tools, social currency, and viral talk, we’ll be busy committing new believers, fans, evangelists and customers every day.

We are EVB, San Francisco, Boulder and London. Seek refuge in our inner circle. 

Final: Tagline

My tagline would have to stand for what I believe in and who I am so my tagline is "As an illustrator I love to put emotion and a story on a page but as an advertiser I love to make that emotion and the story come to life." these are my words and they are something I live by. My tagline represents me and all that I have to offer and all that I am. No one ever put money down for something they know nothing about and that’s what an ad does it gives you info and shows you what it looks like and what you could look like in it, with it or wearing it. In the ad world all you have is your self to promote and in the ad world that’s all you need. Your name and reputation will always follow you because the ad world is a surprisingly small place. I will always devote my life to my work because my work is an extension of me and of who I am and what I represent. I stand for honesty, equality, kindness, compassion, treating people the way you want to be treated, and helping those in need.“Strategy cannot be developed in isolation from the creative, and the creative without a strategy will not work in the long term; this poses a different way of working for many clients” (page 199)

Final: tag-lines and key talents

“The journey must balance what the brand is trying to achieve with how the customer will connect with the brand and participate at different points – the design team are the ‘scriptwriters’ who can guide them through a journey” (page 169) My tagline would have to stand for what I believe in and who I am so my tagline is "As an illustrator I love to put emotion and a story on a page but as an advertiser I love to make that emotion and the story come to life." these are my words and they are something I live by. I am able to see things differently then others and Im never afraid to push the envelope and try something new. Me and my work are one of the same and I am proud to say so.You have to deliver the finite, the fleeting, the moment and impress upon your clients, employees, colleagues, etc and I believe I have what it takes to do so.I am an artist and genuine about what I feel passionate about.  Im the person that likes to be shoulder deep in my dedication for work. Because I feel so passionate for the work I do, I would never let a single piece of work leave my hands until I knew it couldn't be any better.“With a product brand you can spend 75 per cent of your time, money and energy trying to influence customers and 25 per cent on everything else, while with a service brand you have to spend at least 50 per cent of your time and money influencing your own people. In order to get an effective service brand, people have to be taught to live the brand they work with” (page 193)

Final: statement of your specialty

“The ‘own brand’ also offers a one-stop shop for the customer – if they trust the brand, they can buy all their goods under the same label” (page 147) My specialty is that Im creative, different and very passionate about my work. My creative work will always receive everything in me until it is perfect. I feel that me being different gives me an edge because I am able to see things differently then others and Im never afraid to push the envelope and try something new. I view my work as family as in I will always stand by my work and I will always support it and care deeply for it because its part of me. me and my work are one of the same. The implications for creative business are enormous.  Why?  Because ALL creative business is about the finite, the fleeting, the moment.  You are either creating the idea for the moment, building towards it or actually delivering it for your clients.  Your success is wholly dependent on moving through your process with requisite pressure on each step so that you can move easily and effectively to the next. You have to deliver the finite, the fleeting, the moment and impress upon your clients, employees, colleagues, etc. its value in the very face of infinite flexibility.  Hey, no one said it was going to be easy.  Then again, there is increasingly diminished satisfaction in knowing that you will never miss anything if you do not want to.  So showing the value of the finite, the fleeting, the moment, can and should be its own reward. “Personal branding is part of the greater trend that recognises and focuses on the individual, and encourages the person to take control”(page 149)

Final: Talents and top five

“Brands will use clever communications, rather than their identity, to express their character because people are more interested in the brand’s attitude and impression”(page 136) If I was to lay out what talents I thought possessed the list would contain talents like juggling but since this is a view of my talents in the professional word I would say that the one and only talent that would mean anything in the world of advertising would be that Im artist and genuine about what I feel passionate about.  Im the person that likes to be shoulder deep in my dedication for work. Because I feel so passionate for the work I do, I would never let a single piece of work leave my hands until I knew it couldn't be any better. “Simplicity is wisdom. Wisdom is simplicity”(page 132) Im the person who has actually experienced Stendhal Syndrome where one becomes completely overwhelmed with the beauty of a piece of work that you feel light headed and start to cry. Its something Im not ashamed of because its what separates me from other people, and I feel that it gives me an edge. “Brands will aim to take the dullness out of life’s administration: banks will have coffee bars and supermarket shopping will become fun”(page 137)

Final: Talents

Do you ever feel like your hand just won’t seem to do what your brain is telling it to? It wasn’t so long ago that I can remember being frustrated with almost anything that I wanted to draw because of that exact problem – I just couldn’t seem to get the pencil to move the way that I wanted it to. I have herd though exact words come from so many people. Well I can remember those kids in school I never had a problem with that brain to hand connection I was the kid in school who had other kids asking me to draw something for them. I never had a problem with doing it ether because it talent made me feel special and different from everyone else. I had a talent that not many have and that is still a huge motivator for me to always be working on all my different talents from tattooing to oil painting, silk screening and my skills with Illustrator and Photoshop. "Different writing specialisms require different talents – writing an ad requires different skills to writing a brochure, or developing brand names. Some agencies also have ‘content’ teams, which work closely with information architects to map the content of websites. One of the key roles of a writer is to help develop the narrative behind the brand – that is, the story of the journey the customer in contact with the brand takes. This area of writing and scripting is becoming more common in business."(page 203)

Final: Passions

"We wanted to foster a perception that we were more relevant and contemporary than perhaps some people thought we were. We are an ‘iconic’ brand and that means we need to work especially hard at proving relevancy and a contemporary attitude." (page 67) Ever since I was a kid I have always had a passion for the arts, it never really mattered what type of art form it was because I have a special place for all of them whether its spoken word or a beautiful sculpture. I can appreciate all forms for art. Through my years of being an active artist I have dabbled in everything from silk-screening to wood burning. But my one true passion will always be illustrating, whether its with charcoal or ink, it has always been the one think I could count on to get my point across. When I first started going to school I always thought I was going to be an illustrator. But when I started taking classes it quickly became apparent that I really couldn't stand being told what I could and couldn't draw. My work is very personal to me and it was my way out of reality or when it wasn't a way out of reality it was my way of working though problem and solving them. So I started trying other things and very thing and I happened to stumble upon advertising and thank god I did. Advertising gave me a way to still be personal but I still get to be impartial to what Im creating. "People do great creative work where they have supreme confidence and pressure of deadlines, but ideas can be killed off and watered down." (page 121)

Final: Core values

My core values are very personal to me and they hold a lot of meaning to me because I am my values. I do my very best to live by my values every day. Now because I'm a very straight forward person i have no problem listing them out so that there is no beating around the bush. I want to be clear and here are the values that I stand for. I stand for honesty, equality, kindness, compassion, treating people the way you want to be treated, and helping those in need. Those are values. That's what I stand for. I live by my own word everyday. I am very proud of the values I hold and try to pass them on to others as much as I can. As for my values inside of the work place I feel the ones that I posses are a strong work ethic, dependability and responsibility, possess a positive attitude, adaptability, honesty and integrity, self – motivated, motivated to grow and learn, strong self – confidence, professionalism and above all loyalty. "Brand building starts with a clear set of rules – a brand must define its positioning (where it sits in the market) and offer a clear proposition (how it presents itself) to its audience. This is supported by brandvalues that form the backbone of the character and behaviour of the brand."(page 73) 

Final: Primary "product"

My name is Shelby Kranz I am an illustrator with a passion for advertising. As an illustrator I love to put emotion and a story on a page but I found myself getting frustrated because there were never enough mediums to express how I felt about what I was drawing. That’s when I found advertising. Advertising is what some see as wasted time on the T.V or a pop up on their computer. I see it as a way to get to know people and tap in to their emotions and make them feel or see things in a different way. Getting to push a product to a certain age group or class intrigues me and satisfies my needs to always be learning something new. Coming to the Art Institute I hope to advance my skills and learn the ins and outs of my trait. In Advertising I can put music, a story and a message in to 3 minutes and change someone’s life forever. No one ever put money down for something they know nothing about and that’s what an ad does it gives you info and shows you what it looks like and what you could look like in it, with it or wearing it. "By the 1950s, brands were becoming common, helped by an economic boom and the advent of televisionadvertising."(page 2) 

In the ad world all you have is your self to promote and in the ad world thats all you need. your name and reputation will always follow you because the ad world is a surprisingly small place. "A clothing brand will have one tone for its adult range, compared to the kid’s range. Brands change tone when they want to attract a new market. HP and BMW have always had a strong business bias, but both brands have cleverly adapted a new tone through associations with the creative industry and noticeable, creative advertising." (page 86)